India’s $3.4 billion household care industry encompasses the categories of fabric care, dish soap, surface care, toilet care, home insecticides, and air care. The sector is projected to grow 19% annually until 2019.
Fabric care is a major category accounting for 68% of the household care sector. Non-automatic detergents, such as hand-wash detergents and bars, are the most popular forms. Liquid and powder detergents are becoming more prevalent as the Indian middle class prefers speedy and convenient household care. Hindustan Unilever, owned by U.K.-based Unilever, dominates this segment with its Wheel, Surf Excel, and Sunlight detergents, Comfort fabric softener, Rin bar soap and bleach. Michigan-based Amway Corporation established Amway India, which produces another popular detergent, the SA8 Gelzyme. Procter & Gamble’s Ariel and Tide are among India’s most trusted fabric care brands. Successful domestic firms in this category include Nirma and Godrej.
The dish soap category evolves as the Indian middle class gravitates towards dishwashing liquids and bars rather than traditional dishwashing powders. Hindustan Unilever’s Vim is one of the most popular products in this segment. Other significant brands include U.K.-based Reckitt Benckiser’s Finish and Nirma’s Dish Wash Bar and Bartan Bar.
The surface care segment consists of household cleaners and antimicrobial products. Reckitt Benckiser’s liquid antiseptic Dettol and multipurpose cleaners Easy-off Bang, Colin, and Lizol are the most prominent followed by Hindustan Unilever’s Cif household cleaner.
In the toilet care category, Reckitt Benckiser leads with its Harpic toilet bowl cleaner. Other products include Hindustan Unilever’s Domex germicidal cleaner and Dabur India’s Sani Fresh toilet cleaner.
The home insecticide category includes pest killers and repellants ranging from lotions to aerosol sprays. Godrej is a leader in this industry with its Good Knight mosquito repellent and Hit pest repellent. Reckitt Benckiser’s Mortein insecticide is also prominent.
The air care category is mainly comprised of air fresheners. Dabur India is one of the leaders in this segment. Dabur’s Odonil, Procter & Gamble’s Ambi Pur, and Godrej’s AER are the most common air fresheners in India.
Amritt’s go-to-market service for India helps with developing and executing roadmaps to expand your presence:
• Feasibility Studies & Financial Analysis
• Conducting insightful market and consumer research
• Qualifying local distributors, dealers, and agents
• Negotiation with Indian counterparts
• Attract and retain top marketing and business development talent
• Avoiding cultural gaffes